More than resistance there are skepticism and sheer bandwidth issues. That’s why it’s so important to speak the language of business when describing social media. Listening will help you create a baseline for the business.
Run a test case. Pick a niche, or a region where to test a simple implementation, and then come to the table with results from your activities. You will encounter the most resistance from the groups to whom you cannot demonstrate results.
What are the three most common mistakes you see people make when pitching social media to senior management?
- Lack of strategy.
- Lack of vision.
- Lack of execution skills.
Do you think different strategies are needed to sell social media at large, established organizations vs. small firms ?
Large organizations are more siloed and less organic [than smaller ones]. Execution depends very much on culture and the tone set from the top. Still, selling really depends on the value you can document and provide as well as the cultural makeup or readiness of the organization.
Where have you encountered the greatest resistance to social media in your organization?
|Senior management (VPs)||19.64%|
|Middle managers (Supervisors/Directors/Managers)||16.52%|
|No one has resisted||16.07%|
|They all put up a fight||11.16%|
|Entry-level workers (Staff)||1.79%|
If you successfully overcame resistance to using social media at your organization, what would you credit as the secret to your success?
|I just did it, and served as the role model myself.||52.81%|
|By pointing to other companies’ success stories as role models.||26.97%|
|Using hard numbers to demonstrate the ROI.||11.24%|
Is Social Media It’s Own Worse Enemy?
In an earlier article titled “Is Social Media Strategically Relevant?” we discussed what the market is communicating to executive level positions in companies everywhere. Based on this article we would say that since social media is communications then if the market is not effectively communicating its value then the market is its own worse enemy.
Out of 200 million blogs and billions of “Twits” daily most discuss issues that are not relevant to “usage of social media for business purposes”. Subsequently what most CEO’s and the media see’s is useless chatter thus they have difficulty putting the use of social media into context.
When you examine how the traditional media and most businesses are using social media what you find is social media being used to “push” out their messages and most consider it just another marketing channel. Few see social media as a strategic weapon and even less understand “how” to use it effectively.
In another post titled “Again, What Is Social Media?” we said Communications is the essence of any economy. Like a bank, the higher the rate of interest the more currency we create from our conversations. However this currency is driven by the relevancy of our conversations and the use of said conversations by the market of people communicating.
This currency is like money in that if your conversations create a rate of interest you are earning value created by the interest from people. The value created begins with a relationship with the market of interest. The market of interest is people whom have an affinity and interest in your conversation. Converting conversations to money is the end result of effectively and efficiently managing the process of communicating value to an audience.
And yet CEO’s still don’t understand the strategic importance of communications and communicating effectively. The enemy is stinking thinking from the neck up. Get it?